EFFECTS OF CONSUMERS’ SENSORY ATTRIBUTES ON THEIR WILLINGNESS TO PAY AND THE OPTIMUM PRICE FOR ICED COFFEE DRINKS
The growing competition among coffee shops demands effective strategies, including the development of optimal pricing. An optimal pricing strategy must account for both changes in coffee ingredients and consumers' willingness to pay (WTP). This study investigated the factors influencing consume...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Indonesian |
| Published: |
Diponegoro University
2024-11-01
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| Series: | J@ti Undip: Jurnal Teknik Industri |
| Subjects: | |
| Online Access: | https://ejournal.undip.ac.id/index.php/jgti/article/view/63321 |